Adwords match types

[Homer J Simpson]

I've been reading up on this and it's not very clear.

Some say don't repeat any keywords within a campaign, some say to run a combination of different match types for keywords.

So let's say I'm aiming to be found for

Swansea Plumber
and
Emergency Plumber Swansea

I've been told phrase & broad modifier are the best two to use, but to use them together.

What would be the best variations on keywords & more importantly the match types to use?

 

[yottacom]

i would try a "modified broad"

http://www.google.com/ads/innovations/bmm.html

which could translate to

+Swansea Plumber (to target locations near Swansea)
or
Swansea +Plumber (to target variations of Plumber).

As usual, adwords is not a "fire and forget" tool, you need to check every other day it the query terms are right and otherwise put in "negative" the wrong terms.

 

[webnise]

With phrase and broad you will get more impressions but exact match seems to convert better. Every campaign is different so do your testing to find which combination works for you.

Also, don't forget to narrow down your geo-location and use negative keywords to avoid unnecessary clicks and waste of money.

 

[directmarketingadvice]

So let's say I'm aiming to be found for

Swansea Plumber
and
Emergency Plumber Swansea

I've been told phrase & broad modifier are the best two to use, but to use them together.

What would be the best variations on keywords & more importantly the match types to use?

For such a small market, I'd advise 2 camapaigns:

#1: One that only shows in Swansea and has keywords like
"swansea plumber"
"swansea plumbers"
"plumber swansea"
"plumbers swansea"
+swansea +plumber
swansea +plumber
"plumber"
"plumbers"
etc

maybe also

+plumber


#2: One that shows UK-wide, where every keyword has Swansea in it e.g.

"swansea plumber"
"swansea plumbers"
"plumber swansea"
"plumbers swansea"
+swansea +plumber
et

Doing this will capture local people who don't type in the name of the town, and also most ofthe people Google mistakenly think are outside of the area.

Hope this helps,

Steve

 

[Homer J Simpson]

Thanks guys.

What if I want to concentrate only on emergency plumbing?

Some people may search for just 'plumber' whilst some search 'emergency plumber'.

I know how to bid on both separately, but how do I do that without effectively trying to bid against myself.

i.e a broad bid on plumber for say £3 a click v's a modified broad for emergency plumber at £2.50 a click.

Wouldn't google always display the plumber one to earn the £3 a click as apposed to the £2.50 ?

Confused..........

 

[DexSmart]

You can add as negative keywords those ones which you are not particular interested. This way you will focus just on "emergency plumber" or the list you have..

 

[directmarketingadvice]

Thanks guys.

What if I want to concentrate only on emergency plumbing?

Some people may search for just 'plumber' whilst some search 'emergency plumber'.

Example:

Ad group #1: "emergency plumber"

Ad group #2: "plumber", -"emergency plumber"

i.e. Have emergency plumber as a negative keyword in the general plumber group. That way, you'll funnel all the emergency plumber traffic into the emergency plumber group. (Which will, presumably, have an ad about an emergency plumber.)

Hope this helps,

Steve

 

[CPSMedia Carl]

I would generally focus on modified broad match, its very similar to phrase but just a bit more flexible, just make sure you use a good list of negative keywords and keep an eye on your keyword details report.

 

[Homer J Simpson]

Example:

Ad group #1: "emergency plumber"

Ad group #2: "plumber", -"emergency plumber"

i.e. Have emergency plumber as a negative keyword in the general plumber group. That way, you'll funnel all the emergency plumber traffic into the emergency plumber group. (Which will, presumably, have an ad about an emergency plumber.)

Hope this helps,

Steve

Thanks, it sounds so obvious now, but I didn't think of that!

 

[Homer J Simpson]

I would generally focus on modified broad match, its very similar to phrase but just a bit more flexible, just make sure you use a good list of negative keywords and keep an eye on your keyword details report.

Of the last 9 clicks I am unable to see the search phrase that they used to trigger the ad that they clicked on.

But I do have a good list of negative keywords & will look to keep growing this as I spot things I don't want to be found for.

 

[Social Management Pro's]

I always go for exact match as it will cut your CPC and usually has better conversion rates.

 

[Rich Best]

I've been reading up on this and it's not very clear.

Some say don't repeat any keywords within a campaign, some say to run a combination of different match types for keywords.

So let's say I'm aiming to be found for

Swansea Plumber
and
Emergency Plumber Swansea

I've been told phrase & broad modifier are the best two to use, but to use them together.

What would be the best variations on keywords & more importantly the match types to use?

I wrote a blog post "Understanding Keyword Match Types" a week or so ago. Link below, hope it helps:

http://www.richardbest.co.uk/understanding-keyword-match-types/

 

[S Isaac]

I wrote a blog post "Understanding Keyword Match Types" a week or so ago. Link below, hope it helps:

http://www.richardbest.co.uk/understanding-keyword-match-types/

Thanks Richard,

Sorry for late reply, bit busy at the moment, I'll be in touch soon as I have two accounts I may want you to set up PPC campaigns for.

 

[Rich Best]

Thanks Richard,

Sorry for late reply, bit busy at the moment, I'll be in touch soon as I have two accounts I may want you to set up PPC campaigns for.

No problem at all I will be very happy to help.

Are you local? I noticed you used 'Swansea Plumber' as an example. I am in Llanharan near Bridgend, so happy to pop over to meet you if you are up the road in Swansea?

 

[S Isaac]

Hi Richard, will PM you now.